Create a Chance to Dream

TOM’S TIPS Create a Chance to Dream!

Tom Jennings Retail Training Expert Tom Jennings is a lifelong member of the flooring business. Since selling his family’s retail business in 2006, he has served the industry as an educator and speaker. He is a past board chairman of the WFCA and is currently the board chairman of WFCA Services, Inc. He may be reached at

tomg.jennings@gmail.com

It seems that without fail, every time that I have entered Surfaces on opening day, I have found myself standing in the main display hall for a moment to let some of the beauty soak in. As I reflected, it became clear to me that this is a feeling that far too few in our business seem to understand.

I always asked myself why there is such a disparity between the beauty of these presentations and those made by the typical retailer. It seemed that at nearly every turn there was another beautiful and innovative product to explore. It cannot simply be the products themselves, as aren’t these same products available to display in our stores as well? It’s surely not a requirement to have elegant surroundings. The convention center is basically a barn when empty. It can’t be because it takes too long for the average retailer to execute. The entire show is assembled in roughly four days. Why then is the typical retail showroom so much less appealing?

In my opinion, there are two prevailing reasons. The first is that as retailers, we don’t do nearly enough to excite our customers. When you walk onto the Surfaces show floor for the first time, there is a certain feeling of anticipation and excitement in the air. One cannot wait to see what’s new. Isn’t that how we want our customers to feel when they first approach our doors? They probably haven’t really focused on flooring products recently and are anxious to see what’s new and exciting. Ask yourself how much excitement is created when first entering your showroom.

The second reason that customers don’t see what’s new and interesting in our showrooms like they can at Surfaces is exactly that… they can’t see them! Why? Because there are so many wing racks of boring, indistinguishable products in the way! When you go to Surfaces, major vendors make no attempt to show every product in their lines — just the important ones. They show them in large pieces. They accessorize them well. They use proper lighting to highlight them.

When a customer enters your store, can they immediately determine which products are important? Does each display serve to impress the customer — or do they merely confuse them? If you have displays that do not build a compelling reason for the customer to desire the products shown — then get rid of them! I don’t care if the rack was free. Showroom space is valuable! There may be no greater expense to a retailer than a cheap sample display of a product that the customer wasn’t asking for in the first place, as they only serve to create confusion and to get in the way. Let the customer have enough space to be able to stand back and create a vision of how these products would enhance their surroundings.

For those who have attended the show, you know that the major vendors place emphasis on fashionable and creative displays. They plan for adequate space in both the display areas and the aisle ways. Contrast this to the feeling one gets in the show floor areas containing the smaller vendor booths. In these areas the aisles are more narrow and the lighting less dramatic. The displays are lined up side–by–side in rows. I have often got the feeling that I was lost in a maze! There may be a tremendous amount of product in these areas, but there sure isn’t much room to visualize or dream. When this happens, the emphasis invariably shifts to price alone.

When making your plans for the upcoming Surfaces 2023, remember that when customers visit your stores they want to be wowed. They want to create a room in which they can express themselves and be proud of. While price is always a factor, it is seldom the prevailing issue if one gets emotionally engaged. This can only happen in our stores if we thin out our showrooms and allow it to. Are you giving your customers a chance to dream — or are they stuck in a maze? ■ ...when customers visit your stores they want to be wowed. They want to create a room in which they can express themselves and be proud of. While price is always a factor, it is seldom the prevailing issue if one gets emotionally engaged.

Showroom space is valuable! There may be no greater expense to a retailer than a cheap sample display of a product that the customer wasn’t asking for in the first place, as they only serve to create confusion and to get in the way. Let the customer have enough space to be able to stand back and create a vision of how these products would enhance their surroundings.